Half of marketing and technology professionals describe their personal tone of social media as ‘slightly guarded’ when given options between this, ‘emotionally honest’ and ‘completely factual’.
Analysis software company Crimson Hexagon asked professionals at ad:tech London about their usage of social media, finding that 80 per cent use social media both personally and professionally, with 39 per cent spending between two to three hours using such outlets, while 40 per cent spend less than an hour a day.
The research revealed that staying in touch with family and friends (33 per cent) and creating business opportunities (32 per cent) were given as the leading uses of social media, followed by sharing content (22 per cent) and meeting new people (13 per cent).
Curt Bloom, EVP for global sales and marketing at Crimson Hexagon, said: “Social media is an increasingly powerful outlet that is used by a broad range of people for a wide variety of reasons. Supported by our survey findings, we find that individuals are increasingly expressing genuine emotions while connecting with companies over social media on a more frequent basis.”
It was discovered that when complaining about a company’s products or customer service, more than a third (37 per cent) of respondents choose to communicate by email, while 18 per cent prefer to complain in-person, and 16 per cent turn to Twitter ahead of other channels including phone, letter or through third-parties.